THE THREE MOST OVERLOOKED — BUT EFFECTIVE — EVENT PROMOTION STRATEGIES
Don't stop at the promotional tactics every event is using. Here are some tactics that event marketers aren’t using to set you apartment from the competition.
INFLUENCER MARKETING (ONLY USED BY 46%)
With ‘word of mouth’ and ‘social media marketing’ topping out the most effective marketing techniques, influencer marketing provides a big opportunity to combine the two. In fact, 82% of consumers are likely to trust an influencer more than an advertisement or traditional celebrity endorsement. Micro-influencers are also gaining in popularity — that is, people with followings that are smaller but extremely valuable to your event. Because of their hyperlocal and engaged followers, they can be very effective in converting fans to attendees.
Put it into action: Chances are you will find no shortage of people willing to talk about your event for a price, but it will be a wasted effort if they aren’t driving traffic to your event page. Do your homework before you commit to hiring an influencer and make sure you track their results so you know who is worth using again in future.
SEO (ONLY USED BY 43%)
More than half (57%) of respondents said they aren’t using SEO. But if you’re not investing in search engine optimisation (SEO) for your event pages, you’re losing sales. Research shows that 89% of attendees use search for purchase decisions.
Put it into action: Set up your site to be search engine-friendly to ensure that people can find your event when they do a web search. When potential attendees are looking online for something to do, make sure your event shows up first.
EXPERIENTIAL MARKETING (ONLY USED BY 38%)
Nearly 62% of event creators aren’t using experiential marketing. But immersive, live, and memorable, experiential campaigns can help you capture your audience’s attention. In addition, experiential marketing can help you humanise your or a sponsor’s brand, and create experiences that leave people with lasting, positive brand impressions.
Put it into action: While there’s no one right way to approach experiential marketing, at its core it’s all about immersing consumers in memorable live experiences. What to learn how brands have made experiential marketing work for them? Check out Experiential Marketing, Defined — and Examples to Inspire You.
FACEBOOK AND INSTAGRAM REVEAL HOW USERS DISCOVER EVENTS
Download this ebook for insider tips on how to use social media to reach a local audience and build your event’s community.
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2019 TECHNOLOGY TRENDS FOR THE EVENTS INDUSTRY
Smartphones, wireless headphones, smart watches. Event professionals rely on personal technology to plan events. But uptake of exciting new technologies at events is still muted (likely due to cost).
While some new technologies seem a bit more about glitz and novelty (read: robots, drones, holograms), the research shows that event creators aren’t cashing in on flashy tech. Instead, they’re sticking to the tools that are becoming cheaper, easier to manage, and widely used by attendees.
These are the technology that are leading the pack:
MOBILE EVENT APPS (49%)
In 2018, 40% of respondents used mobile apps. That number will grow in 2019, with 49% of event creators planning to use the tech.
Put it into action: From comic cons and festivals to conferences and workshops, event organisers are turning to mobile apps to personalise the event. These interactive apps empower attendees to take control of their own experiences — and stay connected to all your event has to offer.
CASHLESS PAYMENTS (47%)
Cashless payments have been slow to take off in Australia with the lag in banks taking up options like Apple Pay. With more providers beginning to embrace digital wallets, 42% of event organisers used cashless payments in 2018, and this is tipped to grow to 47% in 2019.
Put it into action: If you aren’t already taking advantage of cashless technology, you could be missing out on sales. Think about how many times you’ve skipped a purchase because the line way too long, or because you didn’t have cash? Use mobile payments like Apple Pay or SquarePOS so attendees can buy quickly. Many festivals have seen double-digit growth since implementing mobile payments.
Livestreaming (36%)
Investing in a live video strategy can have real impact on your bottom line. In fact, viewers spend 8X longer with live video than recorded video. And video rewards brands with a 97% increase in intent to buy.
Put it into action: As promoters compete for eyeballs in social media newsfeeds, live video is a key differentiator. That’s why 36% of event creators plan to use livestreaming in 2019, compared to only 21% in 2018. We’ve dispelled 5 common myths about livestreaming here.
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WHAT EVENT ORGANISERS AREN’T THINKING ABOUT — BUT SHOULD
Issues like event security, data privacy, and sustainability are critical factors in event management. But event organisers aren’t convinced. Those big concepts are hard to prioritise when you're focused on driving attendance.
However, these are areas that could mean the difference between between a long-lasting event — and declining attendance year over year. Here are two key areas you should pay attention to in 2019.
ENVIRONMENTAL SUSTAINABILITY (11%)
Just 11% of event creators say sustainability will have a big impact in 2019. But if your trash cans are overflowing with water bottles or your vendors waste resources, it could leave a bad impression on your green-leaning guests.
According to Skift, a media company that provides news, research, and marketing services for the travel industry, “Events with environmental certifications may have an advantage, but as expectations rise, this will soon be a minimum requirement.“ In fact, consumers base purchase decisions off sustainability — 75% of consumers take corporate sustainability responsibility into account when making a purchase.
of consumers take corporate sustainability responsibility into account when making a purchase.
Here’s how you can boost your sustainability now:
Choose a sustainable event venue and location.
Choose a facility that is certified with a Green Star or NABERS rating, which means the venue adheres to standards that make it energy efficient. If these venues are in short supply in your area, ask potential venues how they can help your event reduce its carbon footprint. Venue location matters, too, since how your guests get to your event matters. Look for venues that are accessible by public transportation. You can even go a step further by incentivising attendees to leave cars behind by offering a free shuttle, arranging car sharing, or other accommodations.
Offer recycling and compost at your event.
Ensure that there are clearly labelled recycling bins so that your guests know where to dispose of paper and plastic. You can go a step further and include composting bins, too. Not only will you be doing your part, but your guests will notice your brand’s commitment.
Work with a sustainable event caterer.
If you’re serving meals and snacks, show that you care about the environment. Work with vendors that use only locally and responsibly sourced ingredients and recycled or eco-friendly dinnerware. You may also consider setting up water stations to reduce the number of plastic bottles. (Bonus tip: Get in touch with a local organisation like OzHarvest or SecondBite that will accept donations of leftover food.)
DATA PRIVACY (4%)
Only 4% say data privacy will have a big impact on their event in 2019. This could quickly change if a proposed Australian data privacy law becomes legislation — it proposes to fine companies up to $10 million if they don’t comply. If data security isn’t top of mind for your events team — it should be.
When attendees register for your event, they take for granted that their name, email, and credit card will be safe in your system. And potential attendees expect your team to protect them from data manipulation like ticketing fraud.
Here are three proactive steps you can take to keep your data safe and your customers free from fraud.
As many as one in four secondhand tickets priced over $200 is fake.
Here are three proactive steps you can take to keep your data safe and your customers free from fraud.
Keep your registration process simple and secure.
Attendees shouldn’t even notice the measures you’ve taken to protect them. This means you should avoid requiring CAPTCHA fields as part of the registration process, as they act as a signal to buyers that your checkout process isn’t secure.
Use fool-proof tech.
If you’re going to rely on your technology to ensure privacy and security for your users, choose the right technology partner. Quality ticketing technology partners should take care of advanced data security for you and make their security efforts transparent.
Choose a trusted venue.
Work with venues that take security just as seriously as you do. If your venue is collecting data from your customers, the methods and technologies have to be highly secure. Obviously, their data-collection processes must be pristine. But you should also pay attention to things like WiFi security and how on-site staff use social media during your event.
STAND OUT IN 2019
If you don’t understand your metrics — or how you compare to industry standards — you could be missing out on a huge chunk of revenue.
Take the time to evaluate your tools, technology, and resources based on what you’ve learned in this guide. Then rely on an event management system with built-in reports, so you can track your progress against these insights all year round.
To use this data to host your next great event, get started now.
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